Measuring Values Importance of Saudi Consumers

Abstract

This study examines the priority of values affecting the behaviour of local consumers in the Saudi Arabian hospitality industry. The sample consists of Saudi nationals who have stayed in a hotel in Saudi Arabia. A review of the literature provides studies of values and demographic factors that could lead to differences in behaviour between gender (male vs female) and education (educated vs less-educated). There is currently little understanding of whether, or how, Saudis from different socio-cultural environments, represented in this study with different demographic profiles, differ in their values. This study considers whether there are any such differences linked to these demographic differences. The research uses a quantitative online survey based on established constructs of Kahle’s List of Values. Data were analysed in SPSS using descriptive statistics, independent samples t -tests, and regression analysis. This quantitative study finds that there are significant differences in the value of excitement, warm relationships with others, and fun and enjoyment were noted according to education level; also the value of self-fulfillment according to gender.